Strategic Design of Mass Media to Promote Breastfeeding

Alive & Thrive

Alive & Thrive is an initiative in Viet Nam aimed at improving infant and young child feeding by increasing rates of exclusive breastfeeding and improving complementary feeding practices.

This document outlines the 6 steps used to design A&T’s “talking babies” mass media campaign in Viet Nam, discusses the behavioral theory and research behind the strategy, and presents the results.